Argues that usability is not a quantitative process. Usability testing should be performed by one who is part of team-- not necessarily outside firm. All indivs in org should participate. Also needs to be part of the design process, not afterthought or "final phase." This enables changes to be made when least expensive-- in initial planning/ production, while modifications are still less expensive. Becker argues also that it enables one to become better designer-- opens up to innovation.l